Winning Marketing Through Clarity
Jennifer Villa, owner of MJI Marketing Agency, offers her industry know-how to explain how good marketing messaging isn’t necessarily clever and catchy but clear and direct.
Create a framework
“To start crafting a system for effective messaging, businesses should define their core values and what sets them apart—then distill those into a single, clear message for all communications. I would write this down and review it, coming back to it each time a different platform is used. Ask yourself, ‛Does this match the same voice, tone, and brand?’ This helps keep content consistent across all channels.
“Creating a short playbook with key messages and examples will make it easy for anyone, including yourself, to stay on track. That way, new members to your team can quickly grasp the company’s vision and what sets it apart.”
EXAMPLE: Dove’s Real Beauty campaign, centered on diverse, unretouched, and realistic beauty standards, has a recognizably uplifting tone with signature imagery. The brand spreads this message consistently across different channels, including Instagram and television ads.
Figure out your audience
“It’s important to know who you’re advertising to and focus on them. You can’t know absolutely everything about them, but if you know a few key details, you can make an educated guess as to what they might like.”
EXAMPLE: Apple markets to a tremendously wide swath of customers, but its #ShotOniPhone campaign united all of them around a common interest: capturing everyday moments and important media alike. Tens of millions of Apple users have shared their photos and videos with the hashtag, demonstrating the products’ capabilities.
Speak to them
“Once you clarify your audience, use emotion, strong visuals, or a good story to help your message be memorable. Also, try to think creatively so your ads don’t look like everyone else’s. Ads that stand out and connect emotionally are more likely to stick.
“Messages that don’t resonate with people or provide a clear next step are quickly forgotten. If we don’t feel something, our brains will just forget it. We remember information if it makes us feel a certain way.”
EXAMPLE: Mastercard’s Priceless series of television commercials formed a seamless, emotionally touching link between carrying the brand’s credit cards and experiencing life’s joys to their fullest.
Adjust your core messaging
“Each platform needs the same messaging but shared in different ways. For example, social media ads should be short, eye-catching, and attention-grabbing, often using stories or emotion. Emails give you more room to explain in detail, personalize, and share your product’s benefits. Websites can go into further detail by providing more specifics and, again, repeating key messages. The main goal is to ensure that each platform feels right for users while maintaining a consistent voice, tone, and brand.”
EXAMPLE: Home goods brand CB2 sends marketing emails that focus on imagery to promote the modern elegance of its products, featuring only brief descriptions. Its website, meanwhile, elaborates further on each product’s selling points and quality.
Don’t muddle the message
“Messaging is easy to forget when it’s unclear, generic, too busy, or inconsistent—changing its tone or design from one place to another. Some ads also present new solutions and show graphs but don’t provide concrete examples, leaving people confused. Don’t make things unnecessarily complicated!
“I’ve seen ads and articles that sound exciting but don’t clearly explain what they offer or why it matters. I still remember seeing one particular Super Bowl ad a few years ago and immediately wondering, But what’s the product? I felt like that was a waste of money, unfortunately. If a message isn’t clear or easy to act on, it won’t get attention and can hurt trust. Simple and direct messages with a clear point work much better.”
EXAMPLE: Shutterstock marketing emails feature an alluring image above simple text that explains exactly what kinds of materials you could find in its content library.
Seek assistance if necessary
“You may need a marketing expert to run an ad campaign, especially if you plan on making a sizeable financial investment in ads. Don’t waste money on them unless you know what you are doing. Facebook and Google Ads are prime examples of how many people think they can run campaigns and generate leads. While everyone can technically buy ads, it takes skill to achieve the results you need.”
MJI Marketing Agency is a Roanoke, Virginia-based, full-service digital marketing agency serving startups, small businesses, and growing mid-size companies. It delivers end-to-end marketing solutions, including social media management, email marketing, website design, and SEO, all built to drive measurable results.